Why do I have to write another ****ing brief?

You've just explained what you want over the phone. Job done, right?

Writing a brief can be a real chore. But, trust me, it's worth it.

Writing a brief IS the process of saying what you want.

It should be as valuable to you as the people you're writing it for.

It's an opportunity to validate the ask.

It should be about a qualified need. Not a want OR a loose idea.

It's way better to spend time debating 'the brief' than to start quickly and try to piece it together as you go.

Write down what you want to achieve or the problem you're trying to fix. No more.

Any good agency will work with you to identify the brief.

This is known as the 'discovery phase' and doesn't necessarily need to be connected to the actual delivery of the project.

A discovery session WILL save you time, money and stress.

It's a critical component in branding and campaign planning.

It will also make proposals easier to judge and help you appoint the right partner.